I have always admired the master of long copy in India – Prathap Suthan. Every long copy of his has inspired me and I always wanted to give it a shot. This is my first attempt at it. All brickbats and roses are welcome.
We have seen both Twitter and Facebook emulate each other’s features. This time its Twitter who has introduced ‘Twitter Offers’ much similar to what Facebook had launched it much earlier – ‘Facebook Offers’. As of now it is introduced only in USA for selected brands, but as we have seen in the past in no time such features get rolled over across the world. The intention of Twitter Offers is same as that of Facebook Offers, i.e. to facilitate brands in sales. So, Twitter would become yet another channel through which brands could boost their sales with attractive offers.
But, how does Twitter Offer differ from Facebook Offer?
1. Basic Mechanism / Process: I found it much simpler in case of Twitter Offer than Facebook Offer. In Twitter Offer user has to just register one’s credit / debit card as first step, go ahead and purchase from that seller and automatically the offer cashback is transferred to the user’s registered credit / debit card. However, it was bit complex in case of Facebook Offer, where an email was sent to the user on subscribing to the offer. The user had to either take print out of the email or produce the email at point of purchase, which meant that user had to make an additional step. In case of Twitter it is very simple, as every user would be carrying some or other card and its hassle free.
2. Encrypted data of user’s card will be stored: Users do not have to worry about their card to be misused as all card details would be stored in an encrypted manner. Also, users can have regular track of their spends and cashback as they would get all details on their card statement. Moreover, users have an option to delete all account details in future whenever the need arises.
3. No overhead costs for brands: As the redemption process is so simple brands need not invest time in training their resources or make any other special arrangements. While in case of Facebook, there was always a need for brands to inform their stores about the offer, make them aware that some users with email printouts / soft copy would be coming for purchase.
Twitter has always tried to increase engagement on the platform and thereby create some additional revenue streams for it to have a respectable figure on stock markets. This new offering by Twitter on the face value looks to be promising, however it would be too early to comment on its effectiveness. Though, not explicitly mentioned in the Twitter Offer launch blogpost, it definitely seems to be yet another paid option for the brands. Hence, it needs to be seen what are the commercials attached to this offering and how effective are the RoIs resulting from them.
LinkedIn, the professional networking platform has made news on various fronts both at India and global level. Like any other social networking platform, LinkedIn too has various revenue generation streams from business marketing and recruitment marketing perspectives. Some advertisement opportunities are very specific to B2B businesses while some properties are very relevant for organizations to build their employer brand. Apart from these two broad types of paid opportunities, there is a display banner property on the home page of LinkedIn (you would have seen a small square on right hand side panel). Generally, every time you refresh the home page of LinkedIn you will end up seeing a different ad. Most of these ads when run by B2B organizations, they carry a call to action where the user is redirected to some internal page of LinkedIn – be it company page or careers section etc. However, these ads if you would have noticed some B2C brands that tend to target ‘professionals’ have tried to leverage this property and have primarily taken the user out of LinkedIn ecosystem to their own website for various purposes.
Yesterday, while browsing LinkedIn one such ad of Raymond caught my attention and I clicked on it (I missed taking snapshot of that ad). Not to my surprise, I landed up on the Raymond Select website. The website had amazing welcome page with a clear and crisp copy explaining users why and what he/she is supposed to do on this website.
I could enter this website only after logging in through my LinkedIn account, which I believe was a very simple call to action and an intelligent one, as brand would be capturing all user data in the back-end to analyze if they ended up having the right target audience go through this experience. Raymond could use all those intelligence for their future campaigns.
Once I entered the website (after log in) I was subjected to posed five questions.These questions were presented in a very visually appealing manner and I had to just select one correct answer and move ahead to answer the next one.
The best part of this question repository was that the set of questions changed every time you tried to attempt this game. I tried playing it thrice with the intuition that set of questions will change in the next iteration and they did! Here are few questions that I came across over my three attempts.
Once I completed the game, the application provided my score and it gave me an opportunity to share about my experience on Facebook, Twitter and LinkedIn with the campaign hashtag – #MenInJackets.
Also, the correct answers for all five questions were revealed to me.
Major attractions of the campaign:
- Targeting the right audience (professionals who can afford to buy Raymond range of clothes), on right platform (LinkedIn), with the right proposition (get your professional image clicked for free from a professional photographer)
- Clutter free website with crisp copy on each page
- Questions presented in a visually appealing manner
Where Raymond could have done better:
- I couldn’t find remarketing tags on the website. I think after driving huge traffic from LinkedIn at a premium rate (CPCs and CTRs are very premium on LinkedIn) it would have been efficient for Raymond to create a remarketing list and chase those users with next piece of content to engage with them.
- Raymond has a decent presence on Facebook, Google Plus, and Pinterest. However, I think they could have leveraged a lot on this campaign by creating a presence on Twitter, specially as there are many conversations on the platform around the hashtag – #MenInJackets
- This was an awesome opportunity for brand to conduct in depth listening exercise and get into engagement mode with the target audience, which I see is completely missing
- Raymond succeeded well in creating an engaging proposition, but I fail to understand how they missed the bus of engaging their audience in real time
Overall, I loved this simple concept which was very well executed and rightly targeted on the relevant platform.
Slideshare has been quite extensively leveraged by B2B firms, academicians and people at large for descriptive information sharing. Slideshare facilitates information sharing in four different types of content – 1) document, 2) presentation, 3) infographics and 4) videos. Users could upload their content in any of these forms and share it across the stakeholders for information dissemination.
Recently, Slideshare came up with a new feature along with Haiku Deck , where users could now create a presentation directly on Slideshare. This blogpost is intended to take users through the features available through this new update.
How do you visit this feature?
As soon as one visits the Slideshare website on the top right hand corner just besides the ‘Upload’ tab you would find a spark type symbol, on which if hovered it reads ‘Create Beautiful Presentations’. Alternatively you could access this new feature directly with this url – www.slideshare.net/create
Accept the disclaimers to enter feature
Slideshare will prompt you with few simple disclaimers that you will have to accept while accessing this feature for the first time.
You will reach the following screen where you could just begin creating presentation. As of now, primarily three features are available for you to create a presentation – 1) Slide type, 2) Background 3) Layout of text on the slide.
Choose Slide Type
The default option shows what different types of slides you can choose – a) Title slide, b) content with bullets, c) content with serial numbers and d) plain content
Choose slide background
The next option on toolbox is where you can choose the text background – five default colors are shown in the menu.
Choose chart type
In case you would like to add few charts in the presentation, few options are available for the same too.
Insert images as text background
If you would like to have a customized background on your slides, you could upload your image. Slideshare provides extensive list of sources from where you can fetch the image you would want.
You could also choose the layout of text content on each slide with this option. This is same as right/left/centre alignment feature on a word document, however with few more options depending on the slide type you chose in the first step.
Preview and Publish
That’s it! Your presentation is ready for preview and publishing.
I did try to create one presentation with this feature. It is indeed a simple user experience and very facilitating for the people to create quick presentations. However, I feel following changes would further enable users to create much better presentations:
1) Font type and size – I couldn’t find any feature that could help me change the font type or size. Though, the text boxes are responsive and they adjust the size of font based on the content added, an added feature will always be handy for the user.
2) Flexibility in content layout: The default layout options provided are very limited and if a user wants to place the content at a different place, it can’t be done in present settings.
3) Insert Image: Images are prime component of any presentation. Though, there is an option to upload slide background, I couldn’t find any option to insert an image to my slide. I feel this option is very important from user perspective so that they could customize the presentation and make it more engaging.
Overall, a great initiative by Slideshare to empower users! I am sure they would keep working on this initiative and make it more powerful.